This week is focused on the outcome of social media and the holiday sales in our weekly showcase of The Dachis Group’s Social Business Index.

Our focus is on three well-known brands – Best Buy, The Hershey Company and RIM – as analyzed by the team at the Dachis Group.

We’ll also take a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.

Best Buy
Analyzed by Cynthia Pflaum

Best Buy got a boost after this poem was colorful and vibrant enough to garner more than 10,000 likes. If your heart wasn’t captivated by the romance of this jingle — marking the unofficial start to the holiday season — it was sure to be swept away by the link presenting the day’s “door busters” and eventually, the Cyber Week that followed soon after. 

Examining the post further, future deals weren’t the main drivers of conversation and shares as much as employee-related discussion around Black Friday, the annual shopping tradition, pre-Friday sales, as well as reports on the (already building) overnight lines. Although emotions leaned negative (we all know how hard it is to work a holiday), mentions of purchases shoppers were already grateful for and reports on family Thanksgiving dinners rounded out the rich chatter that nearly every holiday brings.  

The Hershey Company
Analyzed by Cynthia Pflaum

Chocolate peanut butter lovers helped the social spread of The Hershey Company, driven mainly by the company’s REESE’S Peanut Butter Cup brand. The HERSHEY’S main brand helped as well, with a candy bar illustrated turkey, wishing everyone a “Happy Thanksgiving!” engaging fans — helping them share the wishes of their favorite candy and the holiday with Facebook friends.     

However, The “perfect combination” product’s simple call-to-action around use of REESE’S within “Thanksgiving festivities” produced an intense flurry of enthusiasm for the idea REESE’S posted, delectable Pilgrim Hat cookies, courtesy of Craftily Ever After. With more than 25,000 likes, nearly 4,000 shares, and 345 comments, candy fans delighted in the meticulous, seasonal use of their favorite candy that brought a smile to their faces and an audible (yet, virtual) “Yum!” resounding from the brand’s Facebook page. 

Along those same lines, recipes are a consistent source of baking time enthusiasm from advocates across the board. In particular, candy-corn studded turkeys (made of REESE’S, with candy eyes and an orange jelly bean nose, to boot) set the bar for these interactions and for cravings to continue throughout the next few months.

The combination of recipes, candy, and holiday cheer in a social setting is a clear point of interest among Hershey’s social subscribers. This is not a new tactic for the brand, but it consistently delivers outsized engagement from the brands millions of fans and followers. 

Research In Motion 
Analyzed by Dave Mastronardi

You may have thought there couldn’t possibly be 62,000 Blackberry fans left, but according to Facebook, you’d be wrong. Their top performing post resulted in 62,265 likes, 2,774 comments and 1,326 shares. Impressive, even for a Facebook Page with over 12MM fans.

Looking closer at the post, sentiment is mixed across three camps: Blackberry devotees who love their phones (there are still lots of them), Blackberry detractors who wish RIM would just go bankrupt already (not a surprise) and iPhone fanboys (you can lump them in with the detractors). Even with paid support, and the heavy presence of negative comments, this post generated a lot of Blackberry leveraged impressions – the brass ring of social media.